As part of Snapchat’s effort to boost advertiser interest, they’ve been commissioning research reports to better highlight the potential of the app’s audience. They recently published a report on Snapchat’s unique audience – users who are more commonly active on Snapchat than they are on other platforms. Their latest report looks at another subset of Snapchat users – those interested in sports and sport-related content.
Snapchat may not be the first platform that comes to mind when you think of sports coverage on social, but the data, which incorporates combined insights from Snapchat and Nielsen, presents a few interesting considerations worth keeping in mind for those trying to connect with sports devotees.
First off, according to Snapchat, Snap users are more likely to be sports fans.
“Whether it’s professional basketball, football, baseball, soccer, or hockey, Snapchatters generally watch, attend, and stream sports games more than people who don’t use the app. In fact, Snapchatters are 25% more likely to rank “sports” as a category that’s important to them than non-Snapchatters would.”
Brands can now apply more-advanced targeting tools to Snapchat photo filter campaigns, enabling them to reach select audiences and experiment more with the creative messaging, the company says.
The messaging and media app is calling the new tool, which arrives Tuesday, “audience filters.” Instead of just hitting a specific location (which is what its geofilter does), brands can target based on interests, time of day, age, gender and other technical criteria.
“This signals that Snapchat is willing to start to do more for advertisers,” says Aaron Goldman, CMO of 4C Insights, a Snapchat ads platform partner. “Reaching someone when you know they’re at your store, that’s farming. Audience filters—that’s more like hunting.”
Filters, or the overlays that people use to decorate photos and videos, are one of Snapchat’s most-used products, with 3 billion of them viewed a day, according to the company. Snapchat usually offers a variety for people to choose from. The filters are an attractive ad unit for brands.
Quaker Oats, owned by PepsiCo, is among the brands that have already tried the new audience-based filter campaigns. It targeted mothers and working professionals, divided the campaign into day and night, and tweaked the message depending on time of day.
“Geofilters and audience filters have fundamentally different targeting strengths,” Abhishek Jadon, director digital strategy at Pepsi North America Nutrition, wrote in an email. “Geofilters allow you to target very granular geographic areas, whereas audience filters can be targeted based on a host of behavioral attributes.”
Quaker Oats worked on the campaign with VaynerMedia, a Snapchat ads platform partner. Snapchat has built tight relations with select agencies familiar with its ad platform, which help brands run their campaigns and use the targeting capabilities.
“What intrigues us most about Snapchat’s filters is the combination of paid and earned media delivery rolled seamlessly into a single ad unit,” Jon Morgenstern, VP of paid media, at VaynerMedia, said in an e-mail. “When you consider the earned impressions derived from Snapchatters sending out Snaps using the filters to their friends, in addition to the paid delivery costs, the effective CPMs paid can be extremely efficient.”
The filters now have the same targeting tools as Snapchat’s video ads, and they can both be bought in auctions on the self-serve platform. This summer, Snapchat upgraded its ads manager with an advanced mode, inspired by Facebook’s Power Editor, which lets advertisers design, test and publish ads in a more streamlined fashion.
Snapchat has slowly been rolling out the ad technology it needs to attract the kind of non-stop advertisers that power Facebook and Google’s businesses.
The automated ad system has helped introduce more brands to Snapchat, and there were five times as many advertisers in the third quarter compared to the prior quarter, according to Snapchat’s financial report earlier this month. However, the automated ad system also drove down prices, which dropped 60 percent in the third quarter.
Snapchat’s ad sales reached $208 million in the third quarter, according to the report. That fell below expectations, according to analysts.
The company has been promising an app redesign to make it easier for both consumers and advertisers to understand the value of the platform.
Most recently, Snapchat launched a pixel, considered an essential ad tech offering. Pixels track consumers across the web and help brands retarget ads to people that visited their websites, among other data and measurement benefits.
Snapchat is still seen as immature in its advertising offering, and a number of agencies and brands have been frustrated by its slow progress. On Tuesday, Snapchat also said it would open an online tutorial to help get brands and agencies up to speed on how the platform works.
Can Instagram finally eat Snapchat’s lunch once and for all? According to a new report from L2, brands are uploading to Instagram Stories more than twice as often as they are on Snapchat.
The firm tracked 89 brands who have both an Instagram and Snapchat account during July, finding that marketers posted 1,347 Instagram Stories compared to 614 Snapchat Stories. During the week of July 10, for example, 41 percent of marketers used Instagram Stories compared to 9 percent of brands who posted to Snapchat.
Moreover, Snapchat Stories are concentrated to a smaller section of brands, namely beauty and hair care marketers. Seventy-two percent of the Snapchat Stories analyzed came from beauty brands while retailers made up 13 percent of snaps. Travel, automotive, consumer electronics and activewear made up the remaining 15 percent.
On Instagram Stories, beauty and hair care brands made up 38 percent of the posts analyzed while retailers generated 26 percent of Stories. Luxury and consumer-packaged-goods marketers posted 21 percent of content. The other 15 percent of content came from activewear, consumer electronics and other types of marketers.
“As Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified,” wrote L2 in the report.
Snapchat has been under fire from Instagram for more than a year, as the Facebook-owned app has steadily ripped off Snapchat’s features while increasing its users thanks to support and targeting tools from Facebook’s ecosystem. In June, Instagram reported 250 million daily users for Stories while Snap said it had 166 million daily users during its first earnings call in May.
While Snapchat has added tools for its users like links, “Instagram has integrated ecommerce handoff technology into Stories, namely swipe-up links leading to brand sites, linked influencer tags, and checkout buttons that support brand efforts to move beyond engagement metrics and render their live video content shoppable,” L2 noted in the report. “Snapchat, meanwhile, has made few adjustments to its Stories content tools, limiting the ability of brands to leverage owned content for ecommerce.”
The report also analyzed Facebook Live videos and L2 tracked 45,000 videos from 426 brands that were uploaded between August 2016 and June 2017. The firm found that 4.4 percent of brands’ uploaded videos in June were created with Facebook Live, up from 1 percent in August 2016. Luxury was the top category for brands using Facebook Live, making up 22 percent of the clips uploaded. Automotive made up 20 percent, activewear generated 14 percent and beauty brands uploaded 11 percent of the clips.
There’s still some work to be done around making sure that people see branded Live videos in newsfeeds though—unless you want to pay.
Per L2, 78 percent of Facebook Live video views were paid, an increase from 57 percent in November 2016. L2 pointed to Samsung as an example of a brand pouring money into Facebook Live—the manufacturer spent nearly $3 million on Facebook ads during the first quarter of 2017 as it launched the Galaxy 8 smartphone. A 90-minute livestream of the brand’s Unpacked event included paid promotion and racked up 1.6 million views and 14,000 shares.
Even though Snapchat tends to get lumped in with other social platforms, it’s never really been much of a social network — until now.
While Facebook, Instagram, Twitter and the like thrive off the vast amounts of (often public) frenetic sharing that happens on their networks each day, Snapchat has made no secret that its users turn to it for a different type of interaction.
Rather than the megaphone of Twitter or the popularity contest that’s Instagram, Snap has prided itself on the large volume of private sharing it sees, its users’ “creativity” and the fact that its app enables a kind of authenticity not found elsewhere on social media.
Snapchat has embraced this with an app that’s been far more closed off than any of its counterparts. Until Stories launched in 2013, there was no way at all for users to publicly share any updates at all and even then the feature got off to a slow start. The app eschewed other common “social” features, too.
While select publishers (including Mashable) can produce content for Discover, and advertisers can sell ads in Discover or between Stories, the company has done little to court influencers and smaller outfits. Snapchat still lacks a formal verification system, other than the emoji-based “official stories” that’s still reserved for the app’s biggest names.
But if Snapchat is still embracing its role as the anti-social network social network, you wouldn’t know it from its recent updates. On Wednesday, the company announced that it would allow anyone to share links within any snap they share with friends or post to their Story.
That may not sound like a huge change in itself but it stands to be hugely significant to brands, publishers, and any influencer not well-known enough to be verified or part of Discover. On a philosophical level, it also raises questions about whether Snap is finally starting to admit that it is, in fact, a real social media company after all (despite Spiegel’s insistence that Snap is “a camera company”).
The company reported Tuesday that Stories, the feature that lets users share videos and posts that disappear after 24 hours, is now used by 250 million people every day. That means Stories added 50 million new users in two months, one month faster than its jump from 150 million to 200 million users.
Instagram is also changing its live video feature so users can now share those live videos to their Stories. Originally, live videos on Instagram disappeared as soon as the broadcast ended, but now they could exist for up to 24 hours.
Facebook loves to tout these big user growth milestones, but the significance here is that Instagram’s version of Stories appears to be growing faster than it was at the beginning of the year. (Instagram reports these numbers whenever it wants, though, so it’s tough to say for sure.)
The new milestone means almost 100 million more people use Instagram Stories than use Snapchat, the actual inventor of the Stories format. That’s a bummer for Snapchat, because they clearly invented something that people want to use — Instagram has just scaled it more quickly.
McDonald’s said it will hire more U.S. workers this summer to staff french fry stations and cash registers, and it will bring in a new way to apply in an effort to draw in more young applicants.
The world’s largest burger chain said the company and its franchisees will hire about 250,000 people across its more than 14,000 U.S. restaurants for what is usually one of its busiest seasons of the year. That hiring figure accounts for typically high turnover.
McDonald’s will offer applications through Snapchat, the social media platform that allows users to post pictures or videos in 10-second snippets. The chain started accepting “Snaplications” in Australia last month, allowing potential employees to make video submissions with a special filter that shows them wearing a McDonald’s uniform. The video audition can then be submitted to McDonald’s Snapchat account. After that, McDonald’s will send back a link to the application and digital careers page.
“We thought Snaplications was a great way to allow us to meet job seekers where they are — their phones,” said Jez Langhorn, McDonald’s USA’s senior director of human resources.